Start with a decision, not a format
“We need five videos” describes an output. “We need first-time buyers to understand how this product works” describes a problem. The second gives the creative team something useful to solve.
Define who the ad is for
Describe the audience’s situation, what they already know and the objection stopping them from acting. A new prospect and a returning customer rarely need the same explanation.
Give the offer its own line
Write down the exact product, price or offer and any conditions. Supply approved claims, real product assets and brand guidelines. The creative should not invent these for you.
Agree how the work will be judged
Choose the intended action and discuss how campaign results will be measured. Agree deliverables, placements, usage rights and feedback rounds before production. A clear brief does not guarantee performance, but it removes avoidable confusion.